Target uses “pop-up marketing” to launch Zac Posen

I commented recently on RetailWire about Target’s plan to launch the Zac Posen collection via a 24-hour “pop-up” location in New York. Not a new strategy for Target, but an effective one:

For anyone following Target for the past few years, the Zac Posen launch isn’t the first of its kind and probably won’t be the last. Target took a page from H&M by strengthening its “fast fashion” effort with quick in-and-out “collections” like this one. (And Target has been associated with designer “names” throughout the store for a long time, going back at least to Michael Graves.) The pop-up store concept is a great way for Target to generate PR buzz for the Zac Posen goods, in a fairly cost-effective way considering the scale of the launch.


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